Alibaba’s Lazada kicks off TOP activation in southeast Asia

Alibaba-owned Lazada Group has launched its Olympic Games partnership as part of the International Olympic Committee’s long-term partnership with its parent company.

Lazada is Alibaba’s flagship e-commerce brand in southeast Asia.

As an Official Partner in the region, Lazada will leverage the advertising and promotional opportunities of the Olympic marks and imagery, including marks from National Olympic Committees.

Timo Lumme, managing director of IOC television and marketing services, said: “We believe Lazada’s digital footprint will assist us in spreading the spirit of the OlympicGames far and wide across this important region, particularly with a younger audience.”

Lazada kicked off its activation campaign with a series of internal employee events across southeast Asia. The events were organised on 21 and 23 June to commemorate the annual Olympic Day, a property owned by the IOC.

Lazada also its new ‘heart’ logo in a co-branded tie-up with the Olympic Games rings.

Alibaba signed as a Worldwide TOP Partner in January 2017. The deal covers all IOC events from the 2018 Winter Games in Pyeongchang to the 2028 Summer Games in Los Angeles.